12 MULTICHANNEL
website, working in close collaboration with Hitachi Consulting UK. The new website, which accounts
NEW EASYJET WEBSITE USES .NET
T
he internal technical team of airline, easyJet has completed the redevelopment of a new
for 98% of the low-fares airline’s revenue bookings, was redeveloped using Microsoft’s .NET architecture and web 2.0 technologies to deliver a robust, extensible framework, increasing ease of use and visibility for customers, enabling greater integration with its retail partners, such as insurance providers, car hire and hotels, reducing third-party maintenance and support costs, and providing a platform for future service- based delivery.
Microsoft also worked collaboratively with Hitachi and easyJet’s technical team, moving the website from a Classic ASP architecture to a services-based .NET architecture. Initial development work was completed in February 2009 with
easyJet gradually moving customers over to the new site throughout the year. By the end of November 2009, 100% of all traffi c had been channelled through the new site. “We are heavily driven by IT as a
company and are continually trying to upgrade our systems,” said Colin Rees, head of software delivery for easyJet. “I had worked with Hitachi Consulting previously and was impressed by how
much intellectual property they have in our industry, particularly with regards to working practices and procedures. They also have a deep technical understanding of Microsoft technologies and worked with our team on a collaborative basis. This project is the fi rst of many step changes in our online offerings, and the .NET architecture gives us greater scope to develop more functionality moving forward.”
ARSENAL CLEANS UP CONTACT CENTRE
After its move to The Emirates Stadium, Arsenal Football Club identifi ed a requirement to overhaul its legacy customer contact centre. Each of Arsenal FC’s products (match ticket sales, stadium tours, restaurant reservations, home shopping, soccer schools and many other options) had their own dedicated telephone number (fi fteen in total) and specialist sales agent. This resulted in ineffi ciencies, poor customer experience and lost cross- selling opportunities. Arsenal FC needed to centralise and consolidate their sales agents and product offerings to provide a cohesive, structured and effi cient single touch point for customers who needed information or wanted to purchase any one of the multiple product lines. The solution needed to be scalable and provide measurable results.
Freedom was selected as the specialist provider for the
RETAIL TECHNOLOGY MARCH/APRIL 2010
deployment of an Alcatel-Lucent Premium contact centre solution. The project also included the deployment of some 750 IP telephony handsets.
The technology behind the
service is Alcatel-Lucent’s Genesys platform. The OmniTouch Premium edition provides a graphically rich and tightly integrated solution, which incorporates the OmniPCX Enterprise voice platform to offer fully extended telephony and unifi ed communications features. In addition, the Alcatel-Lucent Genesys Premium Edition enables applications like Visual Call Centre (CC), a ‘Supervision Desktop’ tool, which benefi ts all CC users (CC Manager, Administrators, Supervisors & Team Leaders) by enabling dynamic and live changes using simple commands or Drag & Drop. Arsenal FC has seen signifi cant increases in service levels and sales growth directly attributable to the
implementation. One by-product of the Freedom solution that Arsenal FC didn’t anticipate was that their sales agents are now happier being able to talk through a varied selection of products versus their singular niche as before. Going forward Arsenal FC plans to include the ability for the contact centre to run outbound proactive campaigns by integrating the existing customer relationship management (CRM) system and incorporating email to become a fully functional multimedia contact centre. “When it came down to it, Freedom listened, understood and ultimately delivered a solution we are proud of. We have seen signifi cant measurable effi ciencies and we can now confi dently move forward to the next stage implementation with Freedom as our long-term partner,” said Angus Kinnear, Arsenal FC head of marketing.
◆ UK fashion retailer, New Look has appointed search marketing agency, Greenlight to oversee and manage its search engine optimisation (SEO) and paid search or ‘pay-per-click’ (PPC) account. Initially appointed in August 2009, Greenlight took over New Look’s PPC account from Fusion and its SEO activity from EiB. Increasing visitor volumes to New Look’s site by 50% and new consumer acquisitions will be Greenlight’s main objectives.
◆ Multichannel
and mail order clothing retailer, Boden, has appointed Experian to boost its customer acquisition marketing activities. The appointment will help Boden meet growth targets to double cold acquisition activity over the next year and to increase this by a further 50% in years two and three.
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